Community radio acceptance in rural Africa: The nexus of language and cultural affinity

Abstract

Community radio has gained traction with the grassroots in South Africa, especially subaltern groups excluded from the public sphere during the colonial and apartheid years. This paper argues that rural audience acceptance of and participation in community radio is closely associated with indigenous language, which invokes cultural affinity. The paper used a qualitative methodology within the framework of the theories of cultural affinity to interrogate community radio listeners in Northwest Province, South Africa, looking at how local languages might influence listeners’ preferences and interactions with the stations. The results suggest language was essential for listening in and participating in community radio programmes among those interviewed. Community radio provides listeners with the outlet, social and linguistic resources to evoke and express their cultural heritage and participate in national dialogues. It also offers subordinated communities the opportunity to deconstruct dominant frames of reference and representations of themselves and others.